Successful Case Studies of Media Advocacy for TB

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• Successful Case Studies of Media Advocacy for TB
• Michael Luhan
• Senior Health Officer

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What does  advocacy  mean in this presentation?

• Provoking concern about a problem with the aim
  of generating an appropriate response.

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Why the media are important for effective advocacy

• In politics,  if an issue doesnt exist in the
  media, it doesnt exist  
• Media validate the importance of an issue for
  decision-makers
• Media influence and shape public perceptions of
  an issue
• Media create an enabling environment for change

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Necessary elements for creating media interest

• New information (statistics, reports, studies
  etc), or
• New initiatives (policy, declaration, event,
  programmes etc) or
• New messengers or players (celebrities,
  statesmen, prominent organizations, governments
  etc)

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Human ingredients of news

• Fear
• Drama
• Challenge
• Scandal
• Controversy
• Discovery
• Horse race

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Tools for creating news

• Press release (print media)
• Audiovideo news release (TV, radio)
• Press conference or teleconference
• 1-on-1 interviews with selected media
• Internet (websites, blogs, on-line chats, etc)

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Media that deliver the news

• Wire services (Associated Press, Reuters, Agence
  France Press, EFE etc)
• Newspapers (agenda-setting, political/ideological,
  tabloids etc)
• Internet services (almost all conventional media
  now have their own web sites)
• Televisión (Global, regional, national, local
  etc)

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Successful case studies in media advocacy for TB

• Declaration of TB Emergency in Africa, August
  2005
• Launch of Global Plan to Stop TB, January 2006
• Launch of Stop TB Partnership for Europe, October
  2006

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1. TB Emergency in Africa

• The news
• On 27 August 2005 the WHO Regional Committee for
  Africa approves a resolution declaring TB an
  emergency in the region.

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Brief history of the resolution

• In April 2005 the Stop TB Partnership recommended
  the idea of the resolution to the WHO Regional
  Director for Africa
• The RD put the resolution on the agenda for the
  annual meeting of the WHO Regional Committee
• The Partnership advocated for approval of the
  resolution through several measures
• Sent high-level delegation to the Committee
  meeting
• Prepared and installed on-site display at the
  meeting
• Planned and implemented a media strategy to
  broadly advertise the approved declaration

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Media strategy

• Distribution to Joburg-based media of advisory on
  resolution 4 days in advance
• Prebriefings for key media in Joburg
• Advance preparation of press release
• Arrangement of expert spokespersons to elaborate
  on the declaration

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Presentación visual sobre la emergencia
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Nota de prensa

• LA OMS DECLARA EMERGENCIA DE TB EN
  AFRICALlamamiento para que tomen acciones
  "urgentes y extraordinarias contra la epidemia
• Maputo, 26 Agosto 2005El Comité regional para
  Africa de la OMS, el cual está conformado por
  ministros de salud de 46 países miembros, declaró
  que la tuberculosis es una emergencia en la
  región de Africa. La declaración es una respuesta
  a esta epidemia que se ha cuadruplado en términos
  de casos anuales de tuberculosis en la mayoría de
  los países africanos desde 1990 y ha continuado
  creciendo cada año. 

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Results BBC World Television
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2 Launch of Global Plan

• The news
• In January 2006, three prominent
  personalities Bill Gates, Gordon Brown and
  Olusegun Obasanjo launched the Global Plan at
  the World Economic Forum in Davos, Switzerland

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Strategic Aims of the Partnership

• Create news in the international media to
  establish TB as a global health priority
• Extend and localize the news in key regions and
  countries through a series of follow-on satellite
  event

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Work plan of the Partnership

• Organization of satellite events in Moscow,
  Paris, Londres, Nairobi, Ottawa
• Participation of prominent figures in each event
  (Moscow/rock star, Paris/ French ambassador for
  HIV/AIDS, London/WHO expert, Nairobi/President
  Kenneth Kaunda, Ottawa/UN Special Envoy for
  HIV/AIDS in Africa Stephen Lewis)
• Production of Video News Release and distribution
  at all events

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WEF Press Release

• OBASANJO, BROWN AND GATES CALL ON WORLD LEADERS
  TO SUPPORT NEW GLOBAL PLAN TO STOP TUBERCULOSIS
• Increase of 31 billion needed in next 10 years
  to prevent 14 million TB deaths
• Gates Foundation pledges 900 million for TB
  research and development

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• Launch of the new Global Plan to fight TB
  (2006-2015).Production owner   Stop
  TBReporter and/or Producer   Gilles
  RebouxCameraman   Music designer   Length
    10 minutes 55 secondesYear
    2006Countries   India  Peru  Mozambic  P
  hilippines  Latvia  SwitzerlandLocation
    Type(s) of this film   DocumentarySUMMARY
  See attached shotlist. This Broll illustrates
  several main themes of the new strategy proposed
  by Stop TB Partnership and WHO, such as more
  patients' communities participation or an
  increased scientific research for new drugs and a
  new vaccine against TB. Several personnalities
  are interviewed in this context Directors of
  Stop TB Parntership, WHO and the Tropical Disease
  Foundation as well as the President of the TB
  Alliance for new drugs and Archbishop Desmond
  Tutu.Attached Files   

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Launch at Davos
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Examples of media coverage of satellite events

• Chris Dye,
• London
• BBC World TV

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3 Launch of Stop TB Partnership for Europe

• The news
• On 10 October 2006 the Red Cross and Red Crescent
  launched a new alliance with WHO and 23 other
  European organizations to confront the epidemic
  of tuberculosis in Europe.

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Media strategy

• Build on recent media interest stoked by XDR
  outbreak in South Africa by focusing on drug
  resistance as defining trait of TB threat to
  Europe
• Underline urgency of threat by having Red
  Cross/Red Crescent (an emergency organization)
  make the announcement
• Put contemporary threat in historical context
  that Europeans can relate to

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Media plan

• Media advisory
• Media pre-briefing
• Embargoed press release
• Production and dissemination of B-roll
• Roster of spokespersons covering 5 main European
  languages

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Press release

• Red Cross/Red Crescent forms alliance with
  leading health agencies against growing threat of
  drug-resistant TB in Europe
• Officials call TB situation most serious since
  WWII
• The International Federation of Red Cross and Red
  Crescent Societies has established a new alliance
  with the World Health Organization (WHO),
  European Centre for Disease Prevention and
  Control (ECDC), Médecins du Monde and 20 other
  leading European agencies and NGOs to forge a
  more effective response to the tuberculosis
  epidemic in the European region.

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Coverage samples

• BBC World Television - Oct 9, 2006
• European Union 'faces TB crisis'
• Reuters Television Oct. 13, 2006
• The European Union is not doing enough to fight a
  dangerous outbreak of tuberculosis among its
  neighbours which poses a major threat to the
  continent, health agencies say.

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Coverage samples

• TF1 Television (France) - Une nouvelle forme de
  tuberculose aux portes de l'Europe
• FRANCE 2 Television - La tuberculose
  multirésistante menace lEurope

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Coverage samples

• International Herald Tribune Oct 9, 2006
• TB threat to Western Europe highest since WWII,
  world health officials say
• Daily Mail - Oct 11, 2006
• 'TB greatest threat to Europe since WW2'
• Globe and Mail, Canada - Oct 9, 2006
• Tuberculosis threat to Western Europe highest
  since WWII

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BBC World Television

• Drug-resistant strains of TB are putting European
  Union states at risk of a deadly outbreak, health
  officials have warned. The warning comes as a new
  campaign to fight tuberculosis is being launched.
  Imogen Foulkes reports from Geneva